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Nonprofit and Voluntary Sector Quarterly
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Jounal Article

Donor Trust and Relationship Commitment in the U.K. Charity Sector: The Impact on Behavior

Adrian Sargeant

University of the West of England

Stephen Lee

Henley Management College

This article explores the relationship between trust, relationship commitment, and giving behavior. It operationalizes trust and commitment by developing measurement scales for each construct. The technique of structural equation modeling is used to determine whether trust directly affects giving behavior or whether its effects are mediated by commitment. It is concluded that commitment plays a mediating role, and implications for professional fundraising practice are discussed.

Key Words: fundraising • marketing • trust • charity • donor

Nonprofit and Voluntary Sector Quarterly, Vol. 33, No. 2, 185-202 (2004)
DOI: 10.1177/0899764004263321
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[Abstract] [PDF]